United States Marine Corps

The United States Marine Corps Recruiting Command has tasked our team with developing social strategies, content and large executions that test limits, enhance recruiting efforts and increase awareness.

During my time working on the account, I have been a part of Battle Up social launch, the very first Marine Corps spot featuring a female; the inaugural Battles Won Academy which celebrates student athletes; content creation for Facebook, Twitter, Instagram & LinkedIn; and content collection & digital campaign shoots.

United States Virgin Islands

As part of the recovery efforts post Hurricane Irma and Hurricane Maria, I worked alongside the Content Supervisor to develop a new social strategy for the United States Virgin Islands.

In a time when recovery is still under way, we came up with creative solutions to ensure the tourism board remains in communication with online users.

In addition to a detailed strategy, we work closely with the client to create monthly calendars and opportunistic content that demonstrates the ongoing efforts and spirit of the islands.

Narcos: Spanish Lessons

During the Seasons 2 Pre-Launch, Launch and Season 3 Announcement of Narcos, I was part of the team leading strategy and content development.

With the support of the creative and production teams, a content series was created to help fans Learn Spanish with Narcos. The videos were inspired by a high volume of social conversations surrounding the idea that by watching Narcos people were becoming fluent in Spanish.

Of course, we had to keep it true to Narcos style and select words your traditional Spanish teacher would stray away from.

AWARDS:

Seven Cannes Lions, including two golds in PR and Creative Data, three silvers in PR, Promo & Activation, and Media, and two bronzes in Cyber and Creative Data.

Narcos: Episode Leak

Narcos fans are very demanding, so we decided to play a little game with them. In order to please our audience we “leaked” the first episode of Season 2 on Facebook Live before the actual launch date.

But here’s the catch. We didn’t release the entire episode. Pablo Escobar chimes in mid video and cuts the stream off. Why? Because nobody steals from Pablo.

AWARDS:

"Episode Leak" picked up a silver Cannes Lion in PR, and two bronzes in the Cyber and Entertainment categories.

Narcos: Narcopedia

As a part of a larger team, I assisted in the development and creation of narcopedia.org. The website was inspired by the viewing behavior of Narcos fans as they turned to Google for more details about Pablo and Colombia’s history.

We created a one-stop shop for all Narcos inquiries that could be used as a viewing companion going into Season 2.

Narcos: Evergreen

Major Narcos executions were supported with evergreen monthly content that related to relevant conversations within the social space.

By tapping into Copa America games, Halloween Costume discussions and popular formats, Narcos evergreen content places Pablo Escobar in the right conversations at the right time.

Narcos: Community Management

It’s not every day that you get respond to comments in Narcos fashion.

Due to the nature of the show I was able to channel Wagner’s rendition of Pablo Escobar and communicate with users.

The responses were short and to the point but always sparked a larger conversation.

Even cooler than getting to go off book using a brand’s voice? We got several positive mentions on Reddit about the way the page was being managed.

State Farm: Brand Reframe

In 2016 we supported State Farm’s brand reframe of Help Life Go Right on all Hispanic focused platforms.

We turned Help Life Go Right into Aquí Para Ayudar for the Hispanic market.

In order to launch the new reframe I wrote a variety of scripts for online videos and created supplementary content to support the varying story lines.